Port Institute to focus on Tawny

Published: 23 July, 2008

Tawny Port will be the focus of the 2007 programme of the Instituto dos Vinhos do Douro e do Porto (IVDP).

This year's campaign will be centred around the Taste Tawny' roadshow, which will include a number of trade and consumer tastings in York, Edinburgh and London. In addition, a series of tutored tastings will be held at food and wine festivals.

Paulo Pinto, IVDP marketing director, said: The Tawny category acts as a key driver in value growth in the UK market. By focusing on this emerging category, we can generate excitement around Tawny that will attract new consumers to the Port market, and encourage trial and adoption of all Port styles.

The aim for the programme is to continue to drive Port sales in the UK through education of consumers and support of the trade.'

At present, Tawny makes up 10% of all Port exports to the UK, and latest figures show that 44,478 nine-litre cases of Tawny were exported to the UK in 2006.